Insights

Marketing for Growth

Go-to-Market and the Customer Value Discussion

by Sat Duggal We were recently with the cross-functional team of a leading industrial manufacturer working on the go-to-market strategy for one of their new products.  As we watched the team create their offering value proposition, we realized the extent to which the product features were driving the discussion, rather than the customer needs.  Reflecting […]

Marketing for Growth

5 Ways to Know if Your Marketing Plan is Working

by Adam Noel You did it! You finally finished your marketing plan for next year. You know exactly how you’re going to turn heads and really get those sales going. Now you just have to activate and communicate the plan across hundreds, if not thousands, of people in your complex organization. But that’s okay because […]

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